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Brand Alliance takes a twirl with Lionsgate on Dirty Dancing apparel and accessories

UK-based design and apparel specialist, Brand Alliance has revealed a new collaboration with Lionsgate to release a Dirty Dancing-themed apparel and accessories collection.

Brokered by Lionsgate’s global consumer products representative IMG, the collection will see Brand Alliance launch daywear and nightwear apparel, socks, headwear and bags inspired by the classic 1980s film.

“We are so pleased to work with Lionsgate to create Dirty Dancing merchandise – this iconic film is loved by so many around the world,” commented Simon Hills, joint ceo at Brand Alliance. “Dirty Dancing invokes a perfect combination of fun and nostalgia across generations, and we look forward to capturing that spirit in our collection.”

Faye Rashad, licensing and key account manager at Brand Alliance, continued: “This is an exciting brand to add to our growing portfolio and it has been a pleasure to work with our team, Lionsgate and IMG to execute this deal. The products the designers have started to work on look awesome and we are all going to have ‘the time of our life’ with this brand.”

Adam Steel, senior director of licensing at IMG, added: “We are thrilled to confirm Brand Alliance as an official apparel and accessories licensee for Dirty Dancing. They have a fabulous design and creative team, and we can’t wait to see their ranges land in retail.”

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